Yasmin Sewell’s Vyrao stands out as a distinctive fragrance brand. The name Vyrao comes from the Latin verb vireo, meaning “I am verdant; I am vigorous; I sprout new green growth.” Blending scientific principles with mysticism, the brand crafts perfumes and home fragrances that elevate the act of applying scent into a ritual, purposefully enhancing moods and energies.
Having spent her childhood in Sydney's suburbs and accumulating twenty-five years of experience in the fashion industry, Yasmin holds a unique position in the luxury fragrance realm. Growing up in a spiritually inclined family that valued nature, community, and connection, she established Vyrao to cultivate a world reflecting her enduring passion for spirituality, vibrational energy, and synesthesia. The brand currently offers eight gender-neutral perfumes alongside incense and scented candles, each designed to uplift spirits and promote positive energy. Every Vyrao scent comes with a daily affirmation, such as “I Am In The Here and Now” and “Get Down To Earth,” as Yasmin inspires users to take ownership of their energy, stating, “joy is a state of power.”
Recently, Yasmin collaborated with renowned tech house DJ Craig Richards to create an evening embodying the core tenets of her brand—freedom, curiosity, and connection through joy, dance, and energy. Held at Hoxton Docks, the event was an immersive experience featuring a wellness-focused curation of mixes, engaging activities, and refreshments. The dancefloor, styled in Bohemian aesthetics, transitioned between ambient soundscapes and tech-house rhythms, presenting varying scents throughout the evolving atmosphere.
We interviewed Yasmin about her collaboration with Richards and how movement influences her life and work at Vyrao. As we explored the emotional and transformative qualities of dance, sound, and scent, Yasmin emphasized the significance of taking charge of one’s energy and environment to achieve joy and tranquility.
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Sabrina Soormally: What is the origin of the name Vyrao, and what does it mean to you?
Yasmin Sewell: Vyrao is derived from the Latin verb vireo, which translates to “I am verdant; I am vigorous; I sprout new green growth.” This essence permeates everything we create.
Since starting Vyrao, how has your perception of scent changed? Have you always preferred specific notes?
I have always had a strong affinity for fragrance, but my understanding has deepened significantly since founding Vyrao. I now view scent as a potent means of communication—an avenue to enhance moods, emotions, and intentions. For me, scent functions like a wardrobe; it varies daily based on how you feel or aspire to feel.
In what ways does fragrance help formalize your daily routine? How do you maintain focus?
Fragrance is pivotal for setting or altering my mood throughout the day. Some mornings, I use I am Verdant for its fresh, invigorating energy, or The Sixth, which is uplifting and supports mindfulness. For important meetings or events, I turn to Magnetic 70 to foster protection and attract positive energy. Our newest fragrance, Mamajuju, is scientifically designed to encourage grounding and awareness—it’s about connecting with the earth and oneself—spray it to remind yourself to stay grounded.
How does movement influence your work?
Movement is essential. Energy is everything. Be it dancing, walking, or simply focusing on my breath, movement is how I reconnect. I’m not the first to say it, but truly, it helps to “shake it off.” Vyrao emerged from both physical and mental energy. I’ve always believed: energy moves, so we should as well. And how do we elevate our vibrations? Even when creating a new scent, I consider how it travels through space and impacts feelings from within.
What inspired you to partner with Craig Richards? How would you describe your collaborative dynamic?
I have admired Craig’s artistry for years. His sets have a transformative quality; they not only entertain but shift the room's energy. He possesses a true intelligence and nuance in building momentum. For our inaugural Vyrao dance party, it was crucial to collaborate with artists who could create a meaningful experience. Both Craig and Bobby embody that energy, aligning perfectly with the atmosphere we aimed to foster at this event.
Joy, intention, and vibration are fundamental to your brand. How did these elements shape tonight’s event?
Tonight embodies the essence of Vyrao. Every aspect, from the lineup to the lighting to the scenting of the space, has been chosen intentionally. It’s about frequency—we want attendees to feel something. Joy is not trivial; it’s a state of power, and we are cultivating a space for that vibration to flourish.
Both movement and scent are sensory, influencing the energy in a room. What emotions do you hope to evoke this evening?
Freedom. Curiosity. Connection. I want individuals to feel safe and open, as if they’ve entered a different frequency. The interplay of scent and sound
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Yasmin Sewell's Vyrao goes beyond being a typical fragrance brand. The name Vyrao comes from the Latin verb vireo, which translates to "I am verdant; I am vigorous."